Should I unsubscribe inactive users and what are the best practices?

Email marketer from EmailOnAcid explains that unengaged subscribers are users who haven't opened or clicked an email in a specific timeframe. The recommended best practice is to send re-engagement emails prior to removing the unengaged subscriber from the distribution list to confirm whether or not the subscriber wants to remain on the list.

Email marketer from HubSpot emphasizes the importance of removing inactive subscribers to improve email marketing performance. They suggest implementing a sunset policy to automatically unsubscribe or re-engage inactive users. Highlighting benefits like improved deliverability, reduced costs, and better engagement metrics.

Email marketer from Sendinblue explains that cleaning your email lists can lead to a boost in your sender reputation and in engagement from your subscribers. Sendinblue mentions that it is recommended to remove unengaged subscribers after 6 months to a year.

Marketer from Email Geeks suggests looking at sunset policies/automations, especially focusing on Outlook. They recommend a minimum of 9 months and a maximum of 12 months for inactivity before considering action. Due to unsubscribing being a change of data state, notification is required, so consider segmenting out inactives slowly to avoid being marked as spam.

Email marketer from Neil Patel explains that cleaning your email list is crucial. He advises identifying and removing inactive subscribers, as they negatively impact deliverability and engagement rates. Regularly prune your list to maintain a healthy sender reputation.

Marketer from Email Geeks says that removing inactives is a good starting point, but recommends creating educational material for clients to educate them on best practices. You can gather best practice articles, or write them yourself.

Marketer from Email Geeks suggests considering customer purchase patterns when deciding when to unsubscribe users. If customers only need to replace a product every few years, unsubscribing before that window may not be ideal. Increase mailing frequency when customers are likely to become interested again.

Marketer from Email Geeks agrees that unsubscribing should be initiated by the contact themselves. However, they note it's acceptable to reduce or cease sending to lapsing/lapsed/passive/inactive users based on engagement segments.

Email marketer from Litmus explains that cleaning your email list is beneficial to your ROI and deliverability. They mention that there are free tools you can use to find potentially invalid email addresses prior to sending campaigns. Removing these invalid email addresses will reduce bounce rate and increase ROI.

Email marketer from Mailchimp explains that regular audience management involves identifying and removing unengaged subscribers. They recommend segmenting your audience based on engagement levels and targeting active users with tailored content. Mailchimp also provides tools to automate the process of unsubscribing inactive contacts.

Email marketer from Reddit explains that it depends on the industry and type of emails. A small list of highly engaged users is better than a large list with many inactive users, as this may affect your reputation. Try to re-engage the inactive users with a specific campaign, and then unsubscribe them if that doesn't work.

Marketer from Email Geeks recommends letting subscribers choose whether to unsubscribe. Instead, manage the frequency of contact with unengaged users. Some users may purchase after a long period of inactivity if they receive the right message at the right time. A solid "sunset" strategy helps manage dormant users while still presenting re-engagement opportunities.

Expert from Word to the Wise, Laura Atkins, explains that managing inactive users is crucial for maintaining a healthy email program. She recommends a multi-faceted approach, including sunset policies, re-engagement campaigns, and preference centers to allow subscribers to adjust their communication frequency. Ignoring inactive users can lead to deliverability issues and wasted resources.

Expert from Word to the Wise responds about ways to engage inactive users. A number of ways are identified, including personalising campaigns, reducing the number of emails or offering an incentive for them to remain active.

Expert from Spam Resource explains that it's not a good idea to send to old email addresses. The user recommends ensuring you only email those who want to receive them and that you should remove those who don't engage.

Documentation from Google Postmaster Tools explains that maintaining a low spam rate is crucial for email deliverability. Sending to inactive users increases the risk of spam complaints. They recommend regularly cleaning your email list to remove unengaged subscribers and maintain a spam rate below the threshold.

Documentation from Microsoft SNDS (Smart Network Data Services) explains that sending to inactive users can harm your sender reputation. They recommend implementing a sunset policy to manage inactive subscribers and maintain a positive sending reputation with Microsoft email services.

Documentation from RFC 5321, which defines the Simple Mail Transfer Protocol (SMTP), indirectly addresses inactive users by emphasizing the importance of responsible email sending practices. Sending unsolicited email to inactive users can be considered abusive and violate SMTP guidelines.